Many in marketing and public relations either are not familiar with or choose not to use all the tools available to them in assisting their clients achieve this elusive but worthwhile goal. While some focus purely on digital marketing, there are additional ways to sharpen your client organization’s image as an expert in their particular field. Make use of all your tools, including traditional media in combination with your digital efforts.
When you successfully position your client as an expert, you are providing real value. “Expert” may be the Holy Grail of branding, considering the many benefits your client will receive after achieving that status.
Here are four steps to take.
Educate and Teach
Position your client above the rest by taking their expertise to the target audience through tips, tricks, and resources. Make available printed resources, blog posts, video content and controlled media including guaranteed placement audio news releases to position them as knowledgeable and trusted. A teaching platform can be very powerful in positioning a client as an expert.
Create Original Content
Create articles for print media and news sites. Deliver articles or press releases to applicable professional publications and sites. Getting PR content into a broadcast news environment (versus social media) is golden in establishing credibility. Many publications, websites, and radio stations are devouring content. Help keep them fed!
Use a Targeted Approach
Clients have a tendency to want to “reach everyone” but that can actually dilute your marketing and PR efforts. Niche-down and be as specific as possible to those you want to reach. It is also sometimes easier to deliver expertise to a niche market than a broad market. Deliver your original content in the form of an audio news release (ANR) pitched to radio newsrooms, in which your message can have local market appeal while being targeted for distribution to specific stations, markets and demographics. (See also Spanish Language ANRs)
Get Your Client Speaking
Talk and entertainment radio are always looking for interesting guests with creative angles. Seek out stations and create concepts that appeal best to your niche market. Find popular podcasts that can help reach your market. Schedule a radio media tour (RMT). You may soon have these stations and podcasts reaching out to you and your client when they need an “expert” on a subject.
Ratings giant Nielsen says about 243 million people in the United States 18+ listen to broadcast radio each week; much of it in drive times as they move to and from work. Yet this media is often ignored or under-utilized by marketing and public relations firms. Use all the tools available to you in positioning your client’s organization as an expert.
For assistance in reaching your desired audience through radio, contact us at MediaTracks Communications.